Case Study: Gaining New Insights Into Global Content Marketing Performance
Leveraging Solomon’s MarTech Development team to deliver rich new customer behavior insights
Challenge
Many organizations invest significant time and budget to create compelling PDF content. Microsoft wanted to know how customers were interacting with high-value assets, but PDFs are an analytics black box.
Solution
Solomon Solution leveraged our ideate framework to rapidly test MVP solutions, evaluating for feasibility and scalability. The output was a custom Marketo powered template that provides rich new behavioral metrics.
Outcome
Our team built a globally scalable Marketo template within Microsoft’s Global Demand Center. The template unleashed eight new customer behavior KPIs that are instrumental in evaluating content success.
Marketo is built to support powerful standardized marketing functions. Global enterprises who strive for customer-first innovation understand the need to innovate beyond established best practices — to consistently deliver the best possible marketing experiences for their diverse customers.
Challenge
There’s a major problem with PDF content marketing: PDFs are void of in-session customer behavior analytics. Simple CX metrics such as session time, page views, reader flow, and percentage of downloads have never been available to marketers. Solomon’s client wanted insight into the performance of these high-value assets, insight that had never been possible before.
Solution
Solomon executed a rapid round of MVPs, evaluating each solution based on enterprise scalability and feasibility. Once a solution was identified, our MarTech development team took over. The end result is a game-changing Marketo template, which renders a seamless customer user experience while enabling the collection of rich behavioral data from readers.
Outcome
Content marketing insights from new metrics such as time spent on page and exit page provide content creators with a competitive advantage. The insights from these metrics empower marketers to create compelling content in order to move customers through the lead lifecycle faster.
